A longitudinal study of habit and its antecedents in coffee chain patronage

We developed a theoretical model to examine the effects of repurchase intention and habit on consumers’ repurchase behavior in the context of coffee chain patronage. We used partial least squares to analyze 2-wave longitudinal data collected from 195 undergraduate students who had experience with various coffee chains. Results showed that repurchase behavior was influenced by habit rather than by conscious intention, and that both customer satisfaction and perceived value had a positive influence on habitual visits to coffee chains. Further, perceived coffee quality and service quality significantly influenced customer satisfaction and perceived value. However, atmosphere was not significantly associated with either customer satisfaction or perceived value. Theoretical and practical implications are discussed.